The Licensing Letter

LDD

TLL’s Guide to Celebrity-based Properties

This sector includes living actors, actresses, models, chefs, business executives, and others. (Musicians, athletes, and artists are categorized under “Music,” “Sports,” and “Art,” respectively.) While many celebrity-based deals include endorsements and promotional tie-ins, we look exclusively at the product licensing generated by these individuals. However, sometimes … [Read more...] about TLL’s Guide to Celebrity-based Properties

TLL’s Guide to Property Types

Properties that are licensed, or with potential for licensing, come from many sources—from art to celebrities, fashion designers to feature films and television programs, sports leagues and personalities to toys, videogames, and food and beverage brands. Although some properties cross over into several sectors, for the most part they are classified under the property type … [Read more...] about TLL’s Guide to Property Types

TLL’s Guide to Art-Based Properties

Art licensing includes two sub-categories: Art & Artists Fine artists and designers (living and deceased) who create images with products in mind, including textile and surface designers, as well as fine artists who create art for art’s sake, for whom licensing is a secondary concern. The first group accounts for the lion’s share of art licensing; these artists’ work is … [Read more...] about TLL’s Guide to Art-Based Properties

TLL’s Guide to Estate-based Properties

Estate licensing includes deceased celebrities who would fall under the “Celebrities” category in life. Deceased celebrities whose licensing strategies remain the same in death as in life, primarily musicians, artists, and athletes, remain in “Music,” “Art,” and “Sports,” respectively. There are a few exceptions: Celebrities that started in one of those categories but have come … [Read more...] about TLL’s Guide to Estate-based Properties

Per Capita Worldwide Retail Sales of Licensed Merchandise

The world’s largest licensing market is also the number one consumer of licensed goods on a per capita basis. In 2015, each person in the U.S. purchased an average $293.12 worth of licensed products, nearly $30 more than the average consumer in Canada (No. 2 at $264.31), according to TLL’s Annual Licensing Business Survey. See the complete story here. [geoChart … [Read more...] about Per Capita Worldwide Retail Sales of Licensed Merchandise

Licensing Agreements

[pieChart title="Average Length of New Licensing Agreements, in Years, U.S. and Canada, 2015"] ['Length', 'Share'],     ['3 years', {v: 0.559, f: '55.9%'} ],     ['2 years', {v: 0.324, f: '32.4%'} ],     ['5 years', {v: 0.029, f: '2.9%'} ],     ['Less than 2 years', {v: 0.029, f: '2.9%'} ],     ['Over 5 years', {v: 0.029, f: '2.9%'} ],     ['Other (e.g. fractional)', {v: 0.029, … [Read more...] about Licensing Agreements

Retail Sales of Licensed Merchandise, Middle East/Africa

  The top economic trend in the Middle East was low consumer spending power, slow GDP growth, and (despite all that) a consumer reluctance to lower retail spending, especially on branded goods. Overall, growth for 2016 (3.0%) was slower than in 2015 (3.4%) and 2014 (4.4%). South Africa, the region’s largest market for licensed goods, was up 3.2% despite a weakening … [Read more...] about Retail Sales of Licensed Merchandise, Middle East/Africa

Retail Sales of Licensed Merchandise, Latin America

  Latin America declined 0.2% overall, with most countries recording flat or negative retail sales. Every country in South America has been plagued by economic instabilities and weakening consumer spending power to some extent. Most licensed spending in the region is associated with foreign entertainment and fashion brands, although domestic properties in entertainment … [Read more...] about Retail Sales of Licensed Merchandise, Latin America